Platform13 was tasked to refresh our #BeTheChange campaign for the 2023/24 recruitment cycle by providing an external perspective and bringing the campaign up-to-date, helping to connect with the organisations core brand proposition, and more effectively resonate with their potential audiences, both in the UK and internationally.
We wanted to show how the University of East London was both addressing the issues faced by potential students today and preparing them for jobs of the future. We revamped the message to address the unease around the importance of university degrees today, and how the soft skills and support that UEL offer enhance traditional university subject knowledge to equip students for a new world.
Degree+ is a clear statement of intent: UEL gives students more that just a DEGREE to prepare them for their careers.
It lets employers know that graduates have the 5.0 skills ready for the workplace of the future AND It promises potential students more than just knowledge-based learning, incorporating London living with mental & physical health, embedded through a socially just education.
For the hero films, with director, Jade Smith, we cast UEL alumni and students, sharing their personal stories about their experiences and focused on why they chose this University.
Our 360 campaign incorporates the cast and lives across OOH, print, digital and social with an additional audio ad created for Spotify and a series of TikTok ideas produced by the on-campus social team.
Central to the campaign, will be the poster and digital executions which will be featured across a number of channels: OOH, Digital, Print, Social and .com.